🔎 Share of Voice in Search

Dashboard link: https://app.emax-digital.com/brand-share-of-voice-in-search-in-market-insights-add-ons

Overview

The Share of Voice in Search dashboard answers a single strategic question: when shoppers search for the keywords that matter to your category, whose products show up — and how is that mix changing over time?

For each keyword (or group of keywords) you track, the dashboard counts how often each brand's ASINs appear in Amazon's search results and converts that into a percentage share. Plotting those percentages over time gives you a continuous read on the "digital shelf" — which brands are winning visibility, which are losing it, and where your own brand sits in the competitive ranking. A second view drills down to the individual ASINs powering each brand's visibility, with rank movement, demand signals, pricing, and ratings side by side.

This dashboard is part of the Market Insights Add-Ons and depends on the keyword list you maintain in the Data Input section. The more relevant your keyword list, the more meaningful the visibility picture.

What You Can See on This Dashboard

Section 1 — Brand Share of Voice: Visibility Trend Over Time

The headline chart of the dashboard. It tracks each selected brand's share of total search-result appearances across your tracked keywords, period by period, so you can see who is gaining or losing ground on the digital shelf.

How share of voice is calculated: For each date in the selected range, the number of ASIN appearances attributed to a brand is divided by the total ASIN appearances across all brands on that date, expressed as a percentage. If no specific brand filter is applied, the top 10 brands by total ASIN count are shown individually and all remaining brands are grouped into an "Other" bucket.

Key metrics:

• Visibility Share (%) — a brand's ASIN appearances as a percentage of total ASIN appearances across all brands for that period.

• Brand Ranking — implied by the order of lines in the chart; the highest line is the brand with the largest share of voice.

Visualization: A line chart with one line per brand, time on the x-axis and Visibility Share on the y-axis. Time granularity (daily, weekly, monthly, etc.) follows the Timerange Aggregation filter.

Section 2 — Brand Keyword Visibility: ASIN-Level Search Results

A detailed table that breaks the visibility number down to the individual ASINs driving it. Use it to understand which products are responsible for a brand's share of voice on a given keyword, and whether they are climbing or slipping in the ranking.

Rows are ordered by Bought Last Month so the highest-demand products surface first. Only the most recent appearance per ASIN–keyword combination is shown.

Columns shown:

• Last Rank — the most recently observed rank of the ASIN on that keyword in Amazon's search results.

• Trend — change in rank versus the first observed rank in the selected period. A positive trend means the ASIN has climbed up the results.

• Image · ASIN · Product Title · Brand · Keyword — product identifiers and the keyword the row belongs to.

• Bought Last Month — the number of shoppers who purchased this product in the last month, as reported by Amazon on the search results page.

• Min. Sales Estimation — a conservative monthly revenue estimate, calculated as Bought Last Month × last known Price. Displayed in the selected marketplace currency.

• Sales Label — Amazon's badge label for the product (e.g. "Bestseller", "Amazon's Choice"), if present.

• Price — last observed price for the ASIN, in the selected marketplace currency.

• Marketplace — the Amazon marketplace the row relates to.

• Number of Ratings · Rating — total review count and star rating as observed in the most recent crawl.

• Last Seen — the date the ASIN was last observed on this keyword in the search results.

The Price and Min. Sales Estimation column headers update automatically to reflect the selected marketplace currency.

Available Filters

Filter interaction notes

• Keyword Segment, Keyword Tag, and Keyword(s) can be combined — they narrow down the keyword universe additively. If you select a Keyword Segment and a specific Keyword, only keywords matching both will be considered.

• Marketplace and Keyword Segment depend on your company configuration — only the marketplaces and segments you have set up in Data Input will appear.

• Brands is a dynamic filter populated from the data: it lists the brands actually appearing in the selected keyword/marketplace combination. Removing all brand selections falls back to the default Top-10-plus-"Other" view.

• Placement Type lets you separate organic search-result visibility from sponsored placement visibility — useful for distinguishing where each brand earns its share of voice.

• The Brands filter scopes both the trend chart and the ASIN-level table consistently.

Use Cases

1 — Tracking your brand's competitive position on the digital shelf

You want a regular read on whether your brand is gaining or losing visibility on the keywords that matter to your category.

• Set Keyword Segment to your core category keywords and Timerange Aggregation to Weekly.

• Leave Brands empty to see your brand against the Top 10 competitors.

• Read the trend chart: a rising line for your brand means you are winning share; a flattening or falling line against rising competitors means a competitor is taking ground.

2 — Diagnosing a sudden drop in your share of voice

The trend chart shows your brand has lost share over the last few weeks and you need to know why.

• Filter Brands to just your brand to isolate the trend.

• Scroll down to the ASIN-Level Search Results table.

• Sort visually by the Trend column — ASINs with strongly negative rank trends are the ones dropping out of the top positions.

• Cross-check Price, Rating, and Sales Label for those ASINs: a price increase, a slipped rating, or losing an "Amazon's Choice" badge are common explanations.

3 — Benchmarking new product launches

A competitor has launched a product line on your top keywords and you want to size the threat.

• Filter Brands to your brand plus the competitor.

• Set Timerange Aggregation to Weekly over the launch period.

• Watch how quickly the competitor's share grows and at whose expense.

• In the ASIN table, filter by the competitor brand to see exactly which ASINs they are ranking and the demand signals (Bought Last Month, Min. Sales Estimation) behind them.

4 — Separating organic vs. sponsored visibility

You want to know whether your share of voice is earned organically or paid for through Sponsored Ads.

• Run the dashboard once with Placement Type = organic placements, then once with sponsored placements.

• Compare the two trend charts. A brand with strong sponsored share but weak organic share is buying its way onto the shelf — vulnerable if it cuts ad budget.

5 — Identifying high-demand keywords to target

You want to prioritise which keywords are worth competing harder on.

• Filter to a single Keyword at a time and read the ASIN table.

• High Bought Last Month and Min. Sales Estimation values across the top-ranked ASINs indicate a keyword with strong commercial demand — a high-value target for SEO and Sponsored Ads investment.

Limitations & Notes

• Keyword coverage is what you maintain. This dashboard only knows about the keywords you have loaded into the Data Input section. If a keyword is missing from your list, none of your competitors' visibility on it is captured. Refresh your keyword list periodically — Amazon's Search Term Report and your own Sponsored Ads keyword targeting are good sources.

• Share of voice is appearance-based, not impression-based. The percentage reflects how often a brand's ASINs appear in search results crawled for your tracked keywords — it is not weighted by shopper impressions or search volume. A keyword no one searches still counts the same as a high-volume keyword in the aggregate.

• Crawl frequency drives granularity. Visibility data is built from periodic crawls of Amazon search results. Very short-lived rank changes between crawls may not be captured. [VERIFY] crawl frequency for your account with your emax digital account manager.

• "Other" bucket caveat. When no Brands filter is applied, only the Top 10 brands are shown individually; the long tail of smaller brands is aggregated into "Other". To analyse a specific small brand, select it explicitly in the Brands filter.

• Min. Sales Estimation is conservative. It multiplies Bought Last Month by the last known price. It ignores returns, promotional pricing during the month, and variant-level price differences. Treat it as a lower-bound directional signal, not an exact revenue figure.

• Bought Last Month availability. Amazon does not display this figure on every product on every marketplace; rows where Amazon does not surface it will be blank.

• Placement Type definitions are Amazon-driven. The available placements depend on what Amazon exposes in its search-result structure and may evolve over time.

• Currency. All monetary values follow the selected Marketplace's currency. Mixing marketplaces in one view will produce a table with mixed currencies — interpret with care.

Data Refresh

Data updates daily.